Cultural Deep Dive
Digital Magazine Production

Furries Are Misunderstood

Misconceptions and misrepresentation in the media have kept Furry Culture from being truly understood. 

We Looked For the Connections
Not the Differences

To respectfully learn from any culture you must build trust and find the connection points. We approached this project with patience, empathy, and appreciation. We let the fandom tell us what was important to them so that we could tell their stories with care and authenticity.

Research Methodologies

 Digging Around
 Ears Up
 On the Scent
 Straight From the Horse’s Mouth
Joined the Pack







Desk research to learn the lay of the land
One-on-one interviews to get real 
Social listening in the current landscape
Followed influencers into cultural depths
Watched video content made by experts in the field
Joined online communities to get closer

The Learning

It’s Not About S*x ! 
It’s About Expression

People join the fandom because it allows a for unique self expression. Fursonas are often chosen as a way to role play character traits idealized or suppressed. LGBTQ+ Furries say being apart of the community is a means by which they can also safely explore their identity.

The Media is Both Friend and Foe

The internet gave Furry fandom room to grow as forums and chat rooms gave birth to pocket communities across the globe. However, increased visibility made Furries a target for cyberbullying and misrepresentation online and in popular culture.

Furries Culture and History is 
Rooted in Artistic Creativity

Furry Fandom is home to the intersection of several artistic micro-cultures. Furries were born out of underground comic and zine conventions. Now, fans are able to draw, sew, animate, and AI generate across the globe.

Furries Are
Not a Monolith

So We Made
a Magazine
That Celebrates
All Things Furry

Subcultures Offer A New Lens

Subcultures play a meaningful role in understanding how the world works and the impacts it has on different groups of people. Subcultures hold dominant influence over their members. In order to understand where they show up in the world, play, or pay, we need to understand their connections to their internal community.